New Delhi: Effective communication suiting the target audience is crucial for the success of projects like the Swachh Bharat Mission and Namami Gange, Information and Broadcasting Minister Arun Jaitley said here on Wednesday. Jaitley made the observations at the first meeting of the high powered committee (HPC) to formulate a communication roadmap for Swachh Bharat and Ganga Rejuvenation, which he chaired. Jaitley said that an “integrated communication strategy incorporating key messages, tools, outreach and innovation” would be critical for enhancing awareness and bringing about behaviour change. He added that the content for the messages needs to be linked with the target audience. “The messages for both the missions ought to reinforce each other. For an effective outreach and impact it is critical to identify effective mass media for both urban and rural areas,” Jaitley observed. The minister also highlighted the need to engage both public and private institutions to enhance citizens' participation. The meeting reviewed the communication strategy and activities undertaken so far by various ministries. The meeting was attended by Ganga Rejuvenation Minister Uma Bharti, Drinking Water and Sanitation Minister Birender Singh, Women and Child Development Minister Maneka Gandhi and HRD Minister Smriti Irani apart from a number of senior officials.